Is Home Bargains Cheaper Than Supermarkets? Price Test
On branded groceries, yes. Home Bargains was the cheapest retailer in a 2025 Which? A comparison of 256 everyday products, averaging £636.22 against £841.15 at Sainsbury’s without a loyalty card. The result has limits, though. The basket was mostly packaged goods rather than fresh food, and Home Bargains trades in the UK, not the United States.
What the Price Test Found
Which? compared average prices of 256 branded products at Home Bargains and B&M against Asda, Morrisons, Sainsbury’s, Tesco, Ocado, and Waitrose. The figures are three-month averages from April to July 2025, including regular discounts, multibuys, and loyalty prices where indicated.
| Retailer | Average price, 256 items |
|---|---|
| Home Bargains | £636.22 |
| B&M | £669.08 |
| Asda | £738.73 |
| Tesco (with Clubcard) | £743.82 |
| Sainsbury’s (with Nectar) | £755.27 |
| Tesco (no card) | £816.99 |
| Sainsbury’s (no card) | £841.15 |
That put Home Bargains 24% below the priciest supermarket. Aldi and Lidl were harder to compare because they stock fewer brands. Only 17 products overlapped, and those Home Bargains averaged £44.55, against £46.53 at Lidl and £47.28 at Aldi. That is a small sample, so treat it as an indication rather than a verdict.
Where Home Bargains Wins, and Where It Doesn’t
The biggest gaps were on branded packets and tinned food, household products, and health and beauty items. Which? gave two examples:
- Nescafé Azera Americano (90g) averaged £3.49 at Home Bargains and B&M, versus £7.25 at Tesco.
- Loyd Grossman Tomato and Basil pasta sauce averaged £1.59 at Home Bargains, against £3 at Tesco and Sainsbury’s.
Supermarkets still have advantages. Which? noted that shoppers may need a supermarket for a full shop with fresh produce and a wider range of own-label groceries. An earlier regional newspaper comparison against Tesco found the same mixed picture. Home Bargains was cheaper on many items, but a white loaf cost 99p there against 70p at Tesco. Discounters are often best used alongside a supermarket, not instead of one. which daily post
Why Are Home Bargain Prices Lower?
Home Bargains has not published a full explanation, but Which? lists several reported factors:
- Store managers are reportedly given freedom to arrange shelves, without the rigid plans other retailers use.
- It has highly automated warehouses and invests little in advertising.
- Some stock may be surplus or nearing the end of its shelf life, so ranges can change.
Because stock rotates, a product that is cheap this month may not be there next month.
Can You Shop at Home Bargains from the United States?
Probably not. Home Bargains is the trading name of TJ Morris Ltd, established in 1976 and based in Liverpool. Which? puts the chain at more than 600 stores, and its own company materials describe a UK-focused expansion plan. Publicly available information I reviewed did not show US stores or US shipping, so check the retailer’s website before assuming otherwise.
Don’t confuse it with similarly named businesses. A “Home Bargain” discount store on Mission Street in San Francisco, for example, opened in April 2024 under a different owner and has no apparent connection to the UK chain. US readers can still use the lesson: compare unit prices on branded staples between discount stores and supermarkets near you.
How to Use This Information
- Compare unit prices, not shelf prices. Pack sizes differ between stores.
- Buy branded staples such as tea, coffee, sauces, cleaning products, and toiletries, where discounters tend to do well.
- Factor in loyalty cards. Which? Found Tesco and Sainsbury’s card prices narrowed the gap.
- Recheck prices. The data above covers April–July 2025, and grocery prices move.
- Home Bargains also sells homeware and household goods, so the same price-checking habit applies if you are updating a room on a budget. Our home decor ideas for UK homes guide is a good place to start.
Conclusion
For branded packaged goods, Home Bargains was clearly cheaper than the major UK supermarkets in the most recent Which? data I found. It is not a full replacement for a supermarket, especially for fresh food, and it is not available in the US as far as public sources show.
FAQs
Is Home Bargains cheaper than Aldi and Lidl?
On the 17 products Which? could compare, yes, by a modest margin. The sample was small.
Does Home Bargains sell fresh food?
Which? Some stores offer fresh food, but it recommends supermarkets for fresh produce and an own-label range.
Who owns Home Bargains?
It trades under TJ Morris Ltd. In 2020 reporting, founder Tom Morris owned 95% of shares, so check current filings for any change.
Are the prices still accurate?
The Which? figures cover April–July 2025. Check current prices in store or online.